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Cover Art

Title Internet applications in Euromarketing / Lynn R. Kahle, editor.

Published Binghamton, N.Y. : International Business Press, 2001.


Location Call No. Status
 UniM Store  658.84 INTE GD16    AVAILABLE
Physical description xvi, 109 pages : illustrations ; 23 cm
Notes "Internet applications in Euromarketing has been co-published simultaneously as Journal of Euromarketing, Volume 11, Number 2 2001."
Bibliography Includes bibliographical references and index.
Contents Media Effects by Involvement Under Voluntary Exposure: A Comparison of Television, Print and Static Internet / Majorie Dijkstra, W. Fred van Raaij 1 -- Effect of Price Information and Promotion on Click-Through Rates for Internet Banners / Mohamed Saber Chtourou, Jean Louis Chandon, Monique Zollinger 23 -- From the Tool to the Virtuality: Motivation and Styles of Internet Users: The Example of Seniors / Michelle Bergadaa, Mohamed Jamil Hebali 41 -- Interpersonal Communication and Personal Influence on the Internet: A Framework for Examining Online Word-of-Mouth / Pamela Kiecker, Deborah Cowles 71 -- Evaluating Negative Information in Online Consumer Discussions: From Qualitative Analysis to Signal Detection / David M. Boush, Lynn Kahle 89.
Summary This book examines cutting-edge theory and practice on Internet marketing, delving deep into the latest research on the best ways to exploit this interactive advertising medium. Scholars from Europe and the United States examine essential facets of Internet use, both as a means of product promotion and as a facilitator of consumers' purchasing decisions. Internet Applications in Euromarketing will inform you about media effects, the influence of price, promotion, and format on click-through rates for banners, the Internet preferences of seniors, the advantages of online discussions over traditional focus groups, and more!
Other author Kahle, Lynn R.
Subject Internet marketing -- European Union countries.
Electronic commerce -- European Union countries.
Consumers -- European Union countries -- Attitudes.
Other uniform title Journal of Euro-marketing.
ISBN 0789020327 (hard : alk. paper)
0789020335 (paperback: alk. paper)